How fast are different markets and segments growing? Or slowing? Which markets offer the greatest opportunities now? What about in the future? Where will the density of mortgage opportunity be the highest over the next three years? Which markets are accelerating and which are decelerating? Not all markets are equal in opportunity. When it comes time to prioritize your market development efforts, optimize your resource investments, or decide where to expand and compete next, our Market Priorities module will help you make the right decisions.

Market Velocities
iEmergent’s Market Velocity formulas calculate and compare the future growth rates of different markets and market segments. These velocity calculations add another crucial dimension to the precision that will increase your productivity, efficiency and community focus. Once you’ve defined your mortgage zones and sized the lending opportunities in each, two simple velocity measurements are indexed against national averages in order for you to make apple-to-apple market speed and acceleration comparisons:

View examples of Market Velocity tables

Market Velocity Index (MVI)
The rate of growth of purchase loans (#) in a market over time.

Mortgage Opportunity Index (MOI)
The rate of growth of purchase mortgage dollars ($) in a market over time.

When applied with our market intelligence, which includes demographic profiles, Mortgage Conversion Rates, and your customized Mortgage Zone definitions, Market Velocities help you pinpoint where to focus your market development efforts to capture more business.

Priority Segments
At the macro–level (Region, State, MSA, County), many markets and segments suffer from low mortgage conversion rates due to the confluence of different income, growth, ethnic, race, credit, wealth and property issues. Because they appear to generate only limited lending opportunities, many lenders feel they cannot profitably compete in those markets. However, such appearances can be deceiving! An examination of the micro–levels (local communities, neighborhoods, and mortgage zones) reveals that the MCRs and growth velocities in many of these communities are often greater than their surrounding macro markets. Pinpointing high-potential markets is essential to successful growth.

A closer look at mortgage generation rates, community dynamics, demographic trends, and borrower segmentation analyses is needed when you’re selecting high–priority markets on which to focus your market development, branding, organization, strategy, and sales efforts. Markets become “underserved” because many lenders evaluate them at the wrong level and from narrow perspectives. Market Velocities helps you see the opportunities using tables and comparisons that are simple to understand.

View examples of Priority Segments tables